“Interactive content is like stuffing a sales development rep into a piece of content.”
The two-way conversation of interactivity offers more value to the marketer, as well. By educating your audience, you simultaneously educate yourself about them. You receive valuable, detailed profile information about your prospect’s pains, challenges, goals, and thought process. That data can directly help you lead score, identify a persona, qualify a prospect, and guide your audience down a specific path in their buyer’s journey. You can follow up with additional specific pieces of content that address (and ideally help solve) their issues or problem. Your content can now ask and answer questions for your audience in your stead.
Connecting your interactive experiences to your marketing automation and CRM systems allows you to leverage all your existing campaigns, programs, and content – but more quickly guide the right lead into the right nurture track.